The focus this year will be about giving scale to these new collaborative ways of working: Dheeraj Sinha, Leo Burnett

The focus this year will be about giving scale to these new collaborative ways of working.

Dheeraj Sinha, Managing Director – India, Chief Strategy Officer – South Asia, Leo Burnett.

2020 was anything but business as usual. But as chaotic as 2020 was it also gave us the impetus to reflect and recalibrate.

The pandemic has accelerated the transformation that the industry was going through and obliterated the divide between digital and mainline agencies. Going forward there are going to be new age agencies who are ahead of the curve and agencies that are playing catch-up. For us, the focus is going to be on creating full funnel solutions for our clients by integrating data, technology and creativity to provide seamless solutions.

Our culture and orientation has always been towards solving client’s business problems using data technology,and creativity. We are always focused on creating globally benchmarked best in class work for our brands. The past year has put this perspective in sharper focus. With that in mind, this year we launched our 3 specialised divisions – Leo Burnett Digital, Consult and Design laying the foundation of the work and expertise we can provide our clients in 2021.

Leo Burnett Consult – is our specialised strategy offering that brings data, technology and creativity together to help clients solve business problems. We already have several projects running where we are helping clients navigate their brand architecture strategy or launch strategy. Leo Burnett Design –is our specialised design and identity offering. We have some highly talented people who are running this and already have clients who have hired us for our pure design services.

The third one of these specialised propositions is Leo Burnett Digital, which provides our client’s campaigns a seamless segue into digital platforms as it is overseen by the same leadership team that runs their brand. Leo Burnett Digital bridges the gap between thinking, choosing the right platform and execution of the campaign. The fulcrum of our efforts, will be to continue to raise the bar on creativity by driving dynamic and disruptive creative solutions for our clients.

When we talk about providing full-funnel solutions one of the key imperatives will be upskilling and reskilling our workforce, to build digital proficiency and deep-rooted knowledge of the platform world. We need to empower the workforce to drive the new age proposition at every level. As we witnessed in 2020, as an industry we found new ways to work faster, smarter achieving success through adaptability. The focus this year will be about giving scale to these new collaborative ways of working. We have built a roadmap for 2021 to help our teams hone their digital proficiencies and learn how to navigate the all-important platform world which in turn will help our brands win big.